Eerste Kamerverkiezingen 2023

How do political campaigns target voters?

Methodology

We monitored over 800 Dutch political advertisers during the 2023 Erste Kamerverkiezingen to better understand how campaigns use different targeting methods made available by Meta. To do this, we used data from the Meta Ad Library, using the new ‘Audience’ data which gives some detail on how pages target their ads.

To better understand the regional election, we kept only advertisers who:

  1. Advertised in the last 7 days (18th February - 24 February 2023)
  2. Advertised in the last 30 days (26th January - 24 February 2023)

Note: Meta only provides 7, 30 and 90 days windows for the targeting data in their Ad Library. Meta’s data also lags by a few days. We will update this report as soon as new data is available.

Topline Statistics

26th January - 24 February 2023 (Last 30 days)

Number of Advertisers Top Spenders Number of Ads Total Spend

SP

6


1. SP (€24,605)
2. Lilian Marijnissen (€3,389)
3. SP Amsterdam (€100)

200

€28,394

PvdA

10


1. Partij van de Arbeid (PvdA) (€22,014)
2. PvdA Provincie Utrecht (€1,589)
3. PvdA Brabant (€634)

100

€24,937

VVD

12


1. VVD (€5,431)
2. Limburgse VVD (€500)
3. VVD Drenthe (€470)

73

€7,348

FvD

3


1. Forum voor Democratie -FVD (€7,049)
2. Forum voor Democratie Zeeland (€100)
3. Wybren van Haga (€100)

9

€7,249

CDA

9


1. CDA (€5,372)
2. CDA Zeeland (€108)
3. CDA Den Haag (€100)

42

€6,180

GroenLinks

2


1. GroenLinks (€4,143)
2. GroenLinks Renkum (€100)

50

€4,243

PVV

4


1. Geert Wilders (€2,566)
2. PVV Den Bosch (€121)
3. PVV Fryslan (€118)

21

€2,905

Ja21

1


1. Ja21 (€1,945)

172

€1,945

D66

3


1. D66 (€800)
2. D66 Bloemendaal (€100)
3. Jonge Democraten Utrecht (€100)

65

€1,000

PvdD

5


1. Partij voor de Dieren (€467)
2. Partij voor de Dieren Noord-Holland (€143)
3. Partij voor de Dieren Den Haag (€100)

104

€910

50PLUS

1


1. 50PLUSpartij (€520)

7

€520

BVNL

1


1. Belang van Nederland - BVNL (€323)

9

€323

ChristenUnie

2


1. ChristenUnie provincie Groningen (€100)
2. ChristenUnie Flevoland (€100)

3

€200

18th February - 24 February 2023 (Last 7 days)

Number of Advertisers Top Spenders Number of Ads Total Spend

SP

3


1. SP (€15,043)
2. Lilian Marijnissen (€818)
3. SP Amsterdam (€100)

107

€15,961

PvdA

9


1. Partij van de Arbeid (PvdA) (€7,026)
2. PvdA Brabant (€371)
3. PvdA-Drenthe (€100)

29

€8,097

GroenLinks

2


1. GroenLinks (€3,018)
2. GroenLinks Renkum (€100)

47

€3,118

CDA

4


1. CDA (€2,064)
2. CDA Zeeland (€100)
3. CDA West Maas en Waal (€100)

23

€2,364

PVV

4


1. Geert Wilders (€1,891)
2. PVV Hengelo (€100)
3. PVV Den Bosch (€100)

18

€2,191

VVD

8


1. VVD (€1,302)
2. VVD Drenthe (€181)
3. Limburgse VVD (€149)

46

€2,132

Ja21

1


1. Ja21 (€1,370)

166

€1,370

D66

1


1. D66 (€800)

63

€800

FvD

2


1. Forum voor Democratie -FVD (€454)
2. Forum voor Democratie Zeeland (€100)

2

€554

PvdD

4


1. Partij voor de Dieren (€149)
2. Partij voor de Dieren Noord-Holland (€100)
3. Partij voor de Dieren Flevoland (€100)

97

€449

BVNL

1


1. Belang van Nederland - BVNL (€323)

9

€323

ChristenUnie

2


1. ChristenUnie provincie Groningen (€100)
2. ChristenUnie Flevoland (€100)

2

€200

50PLUS

1


1. 50PLUSpartij (€194)

4

€194

Spending per Targeting Criteria

How much did campaigns spend on different targeting methods?

26th January - 24 February 2023 (Last 30 days)

18th February - 24 February 2023 (Last 7 days)

Top Contested Audiences

Here, we show the top most contested audiences, i.e. where all parties have spent considerable amounts of money competing to reach voters with the same interests. Most (but not all) of these audiences are “interest” audiences, i.e. the parties targeted people interested in “Books” or “Politics”.

26th January - 24 February 2023 (Last 30 days)

18th February - 24 February 2023 (Last 7 days)

Age Targeting

26th January - 24 February 2023 (Last 30 days)

18th February - 24 February 2023 (Last 7 days)

Gender Targeting

26th January - 24 February 2023 (Last 30 days)

18th February - 24 February 2023 (Last 7 days)

Education Targeting

26th January - 24 February 2023 (Last 30 days)

18th February - 24 February 2023 (Last 7 days)

Job Targeting

26th January - 24 February 2023 (Last 30 days)

18th February - 24 February 2023 (Last 7 days)